Dubai garden blooms with Boehringer Ingelheim’s lung disease campaign

Awareness of interstitial lung disease raised at Miracle Garden

Boehringer Ingelheim, a leading biopharmaceutical company, has teamed up with the Emirates Thoracic Society (ETS) and social media influencer Ghaith Marwan to raise awareness of Interstitial Lung Disease (ILD). The campaign reached its crescendo on 22 February 2025 with a grand unveiling at the Dubai Miracle Garden.

ILD is a term covering several diseases that cause lung scarring (fibrosis), leading to difficulty breathing and reduced oxygen levels. Lung damage from ILDs often progresses over time, making early diagnosis crucial. Common symptoms include shortness of breath, a persistent dry cough, chest discomfort, fatigue and, occasionally, weight loss. Early diagnosis and treatment can slow disease progression and preserve quality of life for patients.

Under the banner ‘Think Lungs,’ the social media campaign encouraged participants to share their daily step counts and ‘breathtaking’ moments to reach a collective goal of one million steps. The campaign concluded at the Dubai Miracle Garden, featuring a 5-meter lung installation made from flowers. In line with their commitment to sustainability, the flowers from the event were donated to the Rashid Centre For People of Determination.

Derek O’Leary, Regional Managing Director at Boehringer Ingelheim in India, Middle East, Turkey and Africa, said: “Lung health shouldn’t be an afterthought – it should be a priority. At Boehringer Ingelheim, we launched Think Lungs to spark a movement, because awareness leads to action, and action can improve lives. Seeing people come together to join our 1 million step for ILD awareness movement and stand before the lung installation at Dubai’s Miracle Garden was a powerful reminder of what’s possible when people come together for a cause.”

Dr Bassam Mahboub, Vice President of the Emirates Thoracic Society, highlighted the difficulty in diagnosing ILD: “Diagnosing ILD can be a challenge given the shared symptoms with other lung diseases, and delays in treatment can hinder efforts to improve outcomes.

He added: “It is encouraging to see key healthcare stakeholders come together with a shared vision to raise public awareness of lung diseases which are often overlooked. Awareness campaigns like Think Lungs empower communities to seek expert opinions early and ask their physicians the right questions which can potentially lead to earlier diagnosis and better treatment outcomes.”

The campaign’s main message was the importance of proactive lung health, urging people to recognise symptoms and seek timely medical advice. Boehringer Ingelheim’s efforts aim to inspire behavioural change and highlight the importance of early detection.